硕士论文--绿灯牌食用油市场营销策略研究.pdf

摘要
二十世纪九十年代小包装食用油进入中国随着经济的发展及人口的增加在短
短十几年的时间里市场快速成长年销量近万吨绿灯牌是深圳南星油脂公
司的食用油品牌定位于大众市场年开始进军全国取得了骄人的成绩但由
于原材料价格上涨等一系列原因品牌的发展受到了前所未有的挑战必须实施新的
营销策略以应对
本文以绿灯牌食用油为例致力于探讨在新的市场环境下中小食用油品牌如何
调整自己的营销策略提高市场竞争能力最终达到扩大市场占有率的目的
论文首先概述了小包装食用油市场的发展历史及特征通过对市场环境及产业政
策的分析预测了小包装食用油市场的发展趋势接着深入地分析了小包装食用油市场
的竞争格局介绍了绿灯牌的品牌发展历史及市场定位并从营销组合之产品价格
渠道及促销方面剖析了绿灯牌食用油的市场表现通过与主要竞争对手综合实力的比
较确定了南星油脂公司及绿灯牌的竞争优势最后在竞争优势基础上提出了差异化
营销策略介绍了实施差异化策略对绿灯牌的意义以及如何实施差异化策略来进一步
增强绿灯牌的市场竞争力保障其持续性健康发展
论文最后指出品牌价值需要长期的投资和积累任何品牌只有采用适当的营销策
略不断提升品牌价值才能避免陷入价格战才能在竞争中获得更大的发展


关键词小包装食用油市场营销营销组合差异化营销策略
I
It was not until 1990s, small packed edible oil has entered China. With the
development of economy as well as increase of population, the market size of the small
packed edible oil grew rapidly during the past ten years that the sale volume reached
million MT in 2003. Red Lantern is a brand of Shenzhen Lamsoon edible pany,
which positioning in mass market and had gained great progress since 2001. However,
because of a series of changes such as increase of crude oil price, Red Lantern brand is
facing with difficulties. Therefore, the new marketing strategy must be put forward.
This thesis studies how a small brand should adjust its marketing strategy, improve its
competitiveness, and enlarge its market share in the changing environment.
The thesis reviews the developing history and feature of small packed edible oil, and
proclaims the developing trend of it through analysis of the related marketing environment
and industry policy. Secondly, it introduces the developing history and marketing position
of Red Lantern brand. It searches into petitive status of the market of small packed
edible oil and studies the performance of Red Lantern brand by product, price, place and
promotion of marketing mix. It determines petitive advantage of Lamsoon edible
pany and Red Lantern band. Finally, on the basis of petitive advantage, it
also submits the di